People tend to think that direct mail is a marketing tool of the past, but that couldn’t be further from reality.
In fact, direct mail response rate saw a 5.3% increase in 2016 and is expected to grow even more when it’s all said and done this year.
Companies that abandon this marketing tool in favor of email marketing are leaving money on the table.
The reality is that email marketing isn’t as effective. Direct mail receives a 4.4% response rate while emails only sit at 0.12%. There just isn’t as much physical mail cluttering your mailbox as there are emails in your inbox.
1. QR Codes
QR codes are one of the hottest mail trends of the past few years. Most people find it easier to explore products and services digitally, and QR codes allow for that as efficiently as possible.
These codes allow your customers to seamlessly transition to digital ads without going to a website and typing in a code. Instead, they can just scan the QR code with their phone and enter a sweepstakes.
The fewer barriers, the more likely someone will visit your site or enter your sweepstakes.
2. Personalized Mail
One of the most effective tools you can use in your direct mail marketing is personalized mail. Mail that is addressed to the recipient is far more likely to get a response.
Unsurprisingly, people are even more likely to open a piece of mail with their name printed on the front. They’ll likely continue reading if their name is in the first paragraph.
People can spot an ad from a mile away. If they feel as though they’ve been personally contacted though; you’ll at least get your message in front of them.
3. Standing out from the Pack
One strategy for driving up response rate to direct mail is making the letters unique. Instead of a normal piece of mail, some companies are moving towards tubes or small boxes.
These packages are far more memorable than a plain-old letter. On top of that, they see a far greater response rate than regular mail.
4. Incorporating Video and Audio
One of the trends that is surprising customers and driving up response rate is integrated audio or video.
This strategy isn’t as widespread as some of the other mail trends due to the cost, but there’s no question that this strategy increases engagement in your customers.
5. Spark Customer Interaction
One way to engage customers without breaking the bank is to create a direct mail letter with multiple folds or openings.
This strategy brings a bit of fun directly to your customer’s mailbox. If you increase engagement by surprising the recipient, they’re more likely to review your ad and there’s a better chance they’ll respond.
Capitalizing on Direct Mail Trends
Some direct mail trends never change. You still need a solid mailing list, creative marketing, and a strong call-to-action to get the most out of a direct mail campaign.
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